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Marketing · head to head

Google Optimize vs VWO

Google Optimize logo

Google Optimize

Marketing

A/B testing for Google Analytics

From
Free
Rated
-
Full reviewWebsite
VWO logo

VWO

Marketing

Experience Optimization Platform

From
Free
Rated
-
Full reviewWebsite

The short version

  • Each has a real cost: Google Optimize google Optimize and Optimize 360 were sunset and are no longer available as of September 30, 2023; VWO growth plan restricted to 1 workspace and 0 custom attributes
  • They diverge on capability: Google Optimize covers Google Analytics integration, VWO covers Multivariate testing.
  • Prices and features above were last checked on 30 August 2026.

Where they differ

Only the attributes on which Google Optimize and VWO actually diverge.

Attributes where Google Optimize and VWO differ
AttributeGoogle OptimizeVWO
Pricing modelfreemiumusage-based
PlatformsWebWeb, iOS, Android, Server-side
Founded19982007

Identical on both: starting price (Free), free tier (Yes), user rating (Not yet rated), category (Marketing).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in Google Optimize

  • Google Analytics integration
  • Visual editor
  • Real-time analytics
  • Google Tag Manager
  • Google's security
  • 40+ languages language support

Only in VWO

  • Multivariate testing
  • Heatmaps
  • Session recordings
  • Analytics
  • Slack
  • SSL encryption
  • 20+ languages language support

Both cover

  • A/B testing
  • Google Analytics
  • Cloud deployment
  • Web support

What people use each for

The jobs each tool is most often brought in to do.

Google Optimize

  • A/B and multivariate testing of web pages tied to Google Analytics goalsnot VWO
  • Personalising page content for defined audience segmentsnot VWO
  • Redirect tests between alternative landing page URLsnot VWO

VWO

  • A/B testing and multivariate testingnot Google Optimize
  • Conversion rate optimisationnot Google Optimize
  • Behavioural analytics and session recordingsnot Google Optimize
  • Feature experimentation and progressive rolloutsnot Google Optimize

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

Google Optimize

  • Google Optimize and Optimize 360 were sunset and are no longer available as of September 30, 2023
  • Any experiments and personalizations still running on that date were ended by Google
  • Google directs former users to third-party A/B testing tools, naming AB Tasty, Optimizely and VWO, rather than a replacement Google product

VWO

  • Growth plan restricted to 1 workspace and 0 custom attributes
  • Single Sign-On (SSO) and API access limited to Enterprise tier only
  • Growth plan offers only 8-hour first response time for support

Pricing, plan by plan

Google Optimize

Free
  • FreeFree
    • A/B testing
    • Google Analytics integration
    • Visual editor

VWO

Free

No published plan breakdown. See the VWO review.

Which should you pick?

Choose Google Optimize if

  • You need google analytics integration.
  • You want to start without paying.
  • You also want visual editor.
Google Optimize review

Choose VWO if

  • You need multivariate testing.
  • You want to start without paying.
  • You work on Web, iOS, Android, Server-side.
  • You also want heatmaps.
VWO review

Questions people ask

Is Google Optimize or VWO better?
Neither clearly leads. Google Optimize starts at Free and VWO at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Google Optimize or VWO?
Google Optimize starts at Free and VWO at Free.
Does Google Optimize or VWO run on more platforms?
Google Optimize runs on Web. VWO runs on Web, iOS, Android, Server-side.
Can I use Google Optimize for free?
Both have a free tier, so you can try either at no cost before committing.
What is Google Optimize best used for?
Google Optimize is most often used for a/b and multivariate testing of web pages tied to google analytics goals, personalising page content for defined audience segments, redirect tests between alternative landing page urls. Of those, a/b and multivariate testing of web pages tied to google analytics goals and personalising page content for defined audience segments are not what VWO is typically brought in for.
What can Google Optimize do that VWO cannot?
Google Optimize covers Google Analytics integration, Visual editor, Real-time analytics, Google Tag Manager. VWO covers Multivariate testing, Heatmaps, Session recordings, Analytics. Both handle A/B testing, Google Analytics, Cloud deployment, Web support.

Answered from the vendors’ own pages

Google Optimize: Is Google Optimize still available?

No. Google Optimize and Optimize 360 were discontinued as of September 30, 2023. Google recommends third-party A/B testing integrations such as AB Tasty, Optimizely, and VWO as replacements.

Source
VWO: Is there a free trial available?

Free for 30 days. No credit card required to start the trial.

Source
VWO: Are there limits on users or metrics?

Run unlimited optimization at scale with no limit on variations, account users, metrics, session recordings, or integrations.

Source
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